WHO DO YOU LOVE?
Have you ever walked into a crowded room, and it seemed like your eyes found someone immediately, a stranger? Like there was some unseen spotlight glowing around them? And, for whatever reason, you want to be in their orbit, you want to know them.
What can you assess from across that crowded room? What kind of information can your brain take in to start to figure this person out? Let’s say it’s a woman. What can you conclude? She occasionally wears jeans – you can tell that because you’re looking at her and she’s wearing jeans. It looks like she has lipstick on, so she, at least occasionally, wears lipstick.
And that’s about it. She’s not opposed to denim, and she will wear lipstick sometimes. Are you ready to woo her? Ready to sweep her off her feet? I certainly hope not. Time, effort, and a deeper understanding of who she really is will be just the beginning.
Shining Star
This is how your brand is operating if they’re only utilizing some of the data. The Pareto Principle – commonly referred to as the “80/20 rule” – illuminates that 80% of your sales come from 20% of your customers. It should be clear that segmented marketing is crucial. Targeted campaigns account for 77% of marketing ROI for retailers.
Only 4% of retailers segment with multiple data types. It’s hard to fathom willingly flying that blind, but those without vision fear change. The upside to that deficit is that it offers innovators the opportunity to not just lead, but to leave other suitors in their dust.
You’re the One That I Want
Just like a romance for the ages, this deeper relationship with your customer requires getting to know them beyond the surface. This means honing in beyond the basics of The Pareto Principle. 80/20 in Full Effect maximizes that diving rod and helps you find the top of the top. With laser-focus, your brand can tailor experiences that appeal to those whose devotion you’ve locked in.
Show them you know them.
